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#pubconPresented by: Grant Tilus, Collegis Education
Creating Excellent Video
Content with Hangouts On Air
#pubcon
Associate Inbound Marketing Manager
Content Marketing Director
Who’s This Guy?
@GrantTilus
#pubcon
I Have a Confession
@GrantTilus
#pubcon
Many of Our Audiences Are as Well
98% of 18- to 34-year-olds use a smartphone
on a daily basis to consume video co...
#pubcon
It May Have Changed Our Lives
@GrantTilus
#pubcon
All Gen Z Has Known
Nearly half conduct research on YouTube
93% visit at least once a week
54% visit multiple time...
#pubcon
Video Continues to Grow
• Video viewers on all digital devices
will pass 200 million in 2015
• By next year, nearl...
#pubcon
Supports Your Goals
52% of consumers who watch product videos say
video makes them more confident about purchases
...
#pubcon
Does a Brand Good
68% who viewed a video correctly recalled
the brand when prompted
97% increase in purchase inten...
#pubcon
Easier Said Than Done
@GrantTilus
#pubcon
Competition Is Fierce
Videos in the Facebook News Feed increased 3.6x YoY
62% of marketers are focused on creating...
#pubcon
Our Content Creation Struggles Continue
50% producing engaging content
44% producing content consistently
40% prod...
#pubcon
Videographers We Are Not
@GrantTilus
#pubcon
Budgets Are Tight
What drives the cost of online video content?
• Time
– Pre & post-production
• Tools
– Equipment...
#pubcon
No More Excuses
@GrantTilus
#pubcon
Hangouts On Air
@GrantTilus
#pubcon
Lots of Brands Are Using This Tool
@GrantTilus
#pubcon
Create a Variety of Video Content
@GrantTilus
#pubcon
Interviews
@GrantTilus
#pubcon
Discussion Panels
@GrantTilus
#pubcon
How-Tos
@GrantTilus
#pubcon
Podcasts
@GrantTilus
#pubcon
Question and Answer
@GrantTilus
#pubcon
Thought Leadership
@GrantTilus
#pubcon
Demonstrations
@GrantTilus
#pubcon
Cause Awareness
@GrantTilus
#pubcon
Raise an Issue
@GrantTilus
#pubcon
Showcase a Lifestyle
@GrantTilus
#pubcon
Customer Testimonials
@GrantTilus
#pubcon
Questions to Ask Before You Get Started
• What are our KPIs?
• Who are we targeting?
• What phase of the funnel?
•...
#pubcon
Top 10 Hangouts On Air Fails
@GrantTilus
To Learn From
#pubcon
10. Forgetting to Optimize for YouTube
• YouTube SEO
• Increase brand exposure
– Awareness optimization
• Showcase...
#pubcon
10. Forgetting to Optimize for YouTube
@GrantTilus
• Add Metadata in the About Section
• Input Channel Keywords
• ...
#pubcon
9. Not Taking Control of the Technology
• Hangout set up
– Test the network bandwidth
• SpeedTest.net
• Avoid Wifi...
#pubcon
8. Neglecting to Test Your Equipment
@GrantTilus
#pubcon
7. Choosing an Awful Host
@GrantTilus
What the host needs to be:
• Engaging
• Knowledgeable
• Cool under pressure
...
#pubcon
6. Figuring You’ll Just Wing It
• Develop your structure
– Nose, Body, Tail
• Follow a program outline
• Avoid ins...
#pubcon
5. Undervaluing the Hangout Participants
• Talent acquisition
– Individual vs. organization authority
– Audience i...
#pubcon
4. The Video Is a Dead End
• Include appropriate calls to action
• Drive viewers to online assets
• Answer all que...
#pubcon
3. Thinking that View Count Is All That
Matters
Focus on your R.E.P.
• Retention
• Engagement
• Participation
@Gra...
#pubcon
2. Moving on Before the Work Is Done
• Editing & optimizing
• Promoting the content
• Repurposing with purpose
@Gr...
#pubcon
1. Missing Opportunities to Build Your
Brand
• Strengthen your personal brand
• Showcase your organization’s
brand...
#pubcon
Thank You
• Grant.tilus@collegiseducation.com
• www.collegiseducation.com
• @GrantTilus
@GrantTilus
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Presented at PubCon Las Vegas Oct, 2015.

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Creating Excellent Video Content with Hangouts On Air - PubCon 2015

  1. 1. #pubconPresented by: Grant Tilus, Collegis Education Creating Excellent Video Content with Hangouts On Air
  2. 2. #pubcon Associate Inbound Marketing Manager Content Marketing Director Who’s This Guy? @GrantTilus
  3. 3. #pubcon I Have a Confession @GrantTilus
  4. 4. #pubcon Many of Our Audiences Are as Well 98% of 18- to 34-year-olds use a smartphone on a daily basis to consume video content 89.7 million smartphone video viewers 33% of tablet owners watch one hour of video per day on their device @GrantTilus
  5. 5. #pubcon It May Have Changed Our Lives @GrantTilus
  6. 6. #pubcon All Gen Z Has Known Nearly half conduct research on YouTube 93% visit at least once a week 54% visit multiple times a day @GrantTilus
  7. 7. #pubcon Video Continues to Grow • Video viewers on all digital devices will pass 200 million in 2015 • By next year, nearly 56% of households will have at least one connected TV @GrantTilus
  8. 8. #pubcon Supports Your Goals 52% of consumers who watch product videos say video makes them more confident about purchases 58% of respondents consider organizations that produce video content to be more trustworthy @GrantTilus
  9. 9. #pubcon Does a Brand Good 68% who viewed a video correctly recalled the brand when prompted 97% increase in purchase intent for viewers who enjoyed a video @GrantTilus
  10. 10. #pubcon Easier Said Than Done @GrantTilus
  11. 11. #pubcon Competition Is Fierce Videos in the Facebook News Feed increased 3.6x YoY 62% of marketers are focused on creating more engaging and higher-quality content @GrantTilus
  12. 12. #pubcon Our Content Creation Struggles Continue 50% producing engaging content 44% producing content consistently 40% producing a variety of content @GrantTilus
  13. 13. #pubcon Videographers We Are Not @GrantTilus
  14. 14. #pubcon Budgets Are Tight What drives the cost of online video content? • Time – Pre & post-production • Tools – Equipment & software • Talent @GrantTilus
  15. 15. #pubcon No More Excuses @GrantTilus
  16. 16. #pubcon Hangouts On Air @GrantTilus
  17. 17. #pubcon Lots of Brands Are Using This Tool @GrantTilus
  18. 18. #pubcon Create a Variety of Video Content @GrantTilus
  19. 19. #pubcon Interviews @GrantTilus
  20. 20. #pubcon Discussion Panels @GrantTilus
  21. 21. #pubcon How-Tos @GrantTilus
  22. 22. #pubcon Podcasts @GrantTilus
  23. 23. #pubcon Question and Answer @GrantTilus
  24. 24. #pubcon Thought Leadership @GrantTilus
  25. 25. #pubcon Demonstrations @GrantTilus
  26. 26. #pubcon Cause Awareness @GrantTilus
  27. 27. #pubcon Raise an Issue @GrantTilus
  28. 28. #pubcon Showcase a Lifestyle @GrantTilus
  29. 29. #pubcon Customer Testimonials @GrantTilus
  30. 30. #pubcon Questions to Ask Before You Get Started • What are our KPIs? • Who are we targeting? • What phase of the funnel? • What’s our budget? • How can we be differentiated? • Are we comfortable being transparent? • Do we have internal support? @GrantTilus
  31. 31. #pubcon Top 10 Hangouts On Air Fails @GrantTilus To Learn From
  32. 32. #pubcon 10. Forgetting to Optimize for YouTube • YouTube SEO • Increase brand exposure – Awareness optimization • Showcase your brand identity • Develop brand affinity @GrantTilus
  33. 33. #pubcon 10. Forgetting to Optimize for YouTube @GrantTilus • Add Metadata in the About Section • Input Channel Keywords • Link to Your Owned Properties • Showcase Your Brand w/ Cover Art • Add Your Watermark • Create Channel Trailers • Create Descriptive Playlists • Feature Important Content • Set up Remarketing to Viewers • Upload Content in HD • Use Optimized File Names • Use a Custom Thumbnail • Detailed Video Title and Description • Include Tags • Complete the Advanced Settings • Include the Text Transcript • Add Annotations & Cards
  34. 34. #pubcon 9. Not Taking Control of the Technology • Hangout set up – Test the network bandwidth • SpeedTest.net • Avoid Wifi • Managing the video feed • Understanding the apps to use – Screenshare, Q&A, etc. @GrantTilus
  35. 35. #pubcon 8. Neglecting to Test Your Equipment @GrantTilus
  36. 36. #pubcon 7. Choosing an Awful Host @GrantTilus What the host needs to be: • Engaging • Knowledgeable • Cool under pressure • Able to control the conversation • Fully invested
  37. 37. #pubcon 6. Figuring You’ll Just Wing It • Develop your structure – Nose, Body, Tail • Follow a program outline • Avoid inside jokes & rabbit holes • Promoting your event • Length matters @GrantTilus
  38. 38. #pubcon 5. Undervaluing the Hangout Participants • Talent acquisition – Individual vs. organization authority – Audience influencer – Let them do most of the talking • Participant training – Test audio & video feeds – Shot framing – Look at the camera @GrantTilus
  39. 39. #pubcon 4. The Video Is a Dead End • Include appropriate calls to action • Drive viewers to online assets • Answer all questions from the audience @GrantTilus
  40. 40. #pubcon 3. Thinking that View Count Is All That Matters Focus on your R.E.P. • Retention • Engagement • Participation @GrantTilus
  41. 41. #pubcon 2. Moving on Before the Work Is Done • Editing & optimizing • Promoting the content • Repurposing with purpose @GrantTilus
  42. 42. #pubcon 1. Missing Opportunities to Build Your Brand • Strengthen your personal brand • Showcase your organization’s brand • Branding your background @GrantTilus
  43. 43. #pubcon Thank You • Grant.tilus@collegiseducation.com • www.collegiseducation.com • @GrantTilus @GrantTilus

Presented at PubCon Las Vegas Oct, 2015.

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